Continuity of sale styles | Marketing Concepts.
"The friendliness and empathy are pleasant dealings in a salesman, Gates, but so is the old killer instinct."
Benefit - the level of gain on sales
Increase the business- The current consumer buy more in a way such that there is an additional benefit. (i.e. LTL buyers buying Time-Critical, by volume, or international).
Reduce costs - existing customers know our work method, have few communication problems and generally cost less administratively; also costs them less to do business with a company who understands your business requirements.
References - loyal customers give positive feedback to others, which generate profits and additional benefits.
Recognition of the value- Loyal customers understand the value of our services and do not wish to switch to the competition.
Spotlight, a publication of Roadway Express, Inc., second quarter 1998,
SELLING CONCEPTS
| ORIENTED TOWARDS THE TRANSACTION | ORIENTED TOWARDS THE RELATIONSHIP |
| Selling is a competition | Selling is a service |
| Sell is to persuade | Sell is to help |
| Customers have to sell them. | Customers "love" buy. |
| Buyers are liars | Buyers want a vendor you trust. |
| The closure is the #1. | The service consumer is the 1st. |
| The big sellers are manipulators | The big sellers are really interested |
| This works - once! | This work - again and again and again... |
ADDITIONAL DIFFERENCES IN THE STYLES OF SALE
| ORIENTED TOWARDS THE TRANSACTION | ORIENTED TOWARDS THE RELATIONSHIP |
| Canned | Flexible interaction |
| Unilateral | Bilateral |
| Adversaries | Partners |
| It ignores the objections | Resolves concerns |
| It persuades | Help |
| You against me = fear | I with you = trust |
| Art of the negative | Professional |
| Solo | With friends |
REQUIREMENTS FOR THE USE OF A STYLE OF SELLING THE RELATIONSHIP-ORIENTED
- A patient Sales Manager.
- A prospect also interested in establishing a relationship.
- A market that distinguishes between suppliers on some different bases to only the price of the product.
- A leaflet with enough potential profit to justify your extra investment to build the relationship.
- Significant margin.
- Repetitive transactions
- Related transactions
- References
- Testimonials
- Guarantees
- A firm's sales with a good reputation and record of promises kept. "Protect our good name."
CONSUMER LOYALTY
Roadway Express employees who have direct contact with customers have many opportunities to impact the loyalty of consumers. Roadview believes is critical to your long-term success the retain and develop the loyalty of its consumers. The following tables show the importance of the loyalty of consumers and how their businesses grow with time.| RECOGNITION OF VALUES | |||||
| REFERENCES | REFERENCES | ||||
| COST REDUCTION | COST REDUCTION | COST REDUCTION | |||
| INCREASE IN BUSINESS | INCREASE IN BUSINESS | INCREASE IN BUSINESS | INCREASE IN BUSINESS | ||
| BENEFITS | BENEFITS | BENEFITS | BENEFITS | BENEFITS | |
| ACQUISITION COSTS | |||||
LEVEL OF BENEFITS
Cost of acquisition - initial expenses to attract buyersBenefit - the level of gain on sales
Increase the business- The current consumer buy more in a way such that there is an additional benefit. (i.e. LTL buyers buying Time-Critical, by volume, or international).
Reduce costs - existing customers know our work method, have few communication problems and generally cost less administratively; also costs them less to do business with a company who understands your business requirements.
References - loyal customers give positive feedback to others, which generate profits and additional benefits.
Recognition of the value- Loyal customers understand the value of our services and do not wish to switch to the competition.
Spotlight, a publication of Roadway Express, Inc., second quarter 1998,
Published for educational purposes